I led the development of Alison’s brand architecture, creating the strategic, verbal, and visual foundations that guide how the brand appears across all markets and channels. This system aligned the organisation around one clear identity and ensured consistency across all marketing and product channels. The resulting architecture became the north star for creative direction and brand expression at every touchpoint worldwide.

Below are the two core pillars of this system:
 

1. Brand Personality, Voice and Writing Rules

I defined Alison’s brand personality, tone of voice, and full writing rules. This included:
 

• Establishing a core brand personality rooted in empowerment, simplicity, and optimism

• Creating a scalable tone of voice system for different contexts (inspirational, instructional, promotional, supportive)

• Developing detailed writing rules, including sentence structures, pacing, banned phrases, cultural considerations, and how to communicate accessibility without overpromising

• Aligning the voice with learner psychology — especially for audiences across NAMER, LATAM, EMEA, and APAC

• Creating templates, examples, and training for writers and teams to ensure consistent execution
   

This became the foundation for everything from marketing campaigns to product UX copy, career tools, email automation, paid media ads, PR, and social content — making Alison’s voice instantly recognisable across various touch-points. Below, you’ll find the entire document where everything was laid out.